September Trade Update
Looking forward to 2023
05 October 2022
Our 2023 advertising campaign is ready to launch in December and includes some bold and exciting new media for the coming year.
In 2023 we will be learning from 2022 and continuing in the same creative direction so that our adverts become increasingly recognisable. We will continue to feature real people doing real things showcasing island life as an authentic visitor experience.
’Out of home’ is a media term to describe things like billboards and bus shelters and large underground posters etc. together with digital TV these forms of advertising saw the biggest return on investment for us in 2022 and so we will be doing more of this activity next year specifically around departure points
Anticipating the return of a longer booking pattern, we will be kicking off our 2023 campaign on Boxing Day 2022. In addition to our ‘always on’ campaigns that will run throughout the year, we will increase spend to peak interest at critical booking times stimulating additional interest both in the crucial Summer months but also in the shoulder months. Working with the carriers during 2023 will be key in supporting our main campaigns with regional promotions on existing routes where there is potential for growth as well as working with them where there are new opportunities.
Over the past 12 months it has been encouraging to see more than 718,000 first time users visiting the VisitGuernsey website, this means 84% of the traffic to the website are new prospects for Guernsey. Insight from you also indicates that we are seeing a shift in the demographic of the visitor, with a younger audience choosing to holiday here.
Paid Partnerships for 2023
We are now finalising our partnership packages for 2023 and will invite industry partners to work with us in a number of new and exciting ways. These opportunities will include print for the more traditional audience, sponsored social posts, a news feature in the consumer emailer, featured blog articles, enhanced listings on VisitGuernsey.com, offers shared in both the consumer emailer and cruise emailer and an email newsletter dedicated to your business. Full details will be sent to you in the next 10 days.
Planning Exemption Extended
The Committee for Economic Development has agreed to support the extension of the period of temporary exemption for a further 12 months, until December 31st 2023. This allows a further temporary change from visitor accommodation to certain residential uses as put in place by the CCA during the pandemic. This is primarily to alleviate the pressure on the current housing market for key workers.
Many thanks to those who responded to this month’s Occupancy Survey. Our usual reminder and ring around were interrupted last month but we are grateful to more than 45 properties who did get back to us so promptly.
The occupancy data we have from those who have submitted that data tells us that the actual occupancy average for September was 76%. Predicted for the month was 66%, and occupancy data we have from Sept 2019, shows industry was at 73% during the same period that year.
As we are now in the shoulder months, it’s more important than ever that you stay in touch with us about any concerns you have, so that we can act to support you.
Additional Autumn campaigns
VisitGuernsey and Aurigny have been working on an additional co-funded shoulder month digital display campaign that will run throughout October in more than 55 spots close to departure points.
We have also been working with four local Ambassadors to showcase the very best the Islands have to offer in the words of someone who lives here, which is receiving great engagement. We shared Guernsey sea swimmer, Jayne Packham’s film first which has already had a reach of almost 17,000.
This year, we have been working on a collaborative project with Outdoor Swimmer including a competition which has attracted a record number of entrants - 4,539 unique entries. The results will feature in their newsletter this week and will include links to the Jayne’s ambassador film. We also had 1,720 opt-ins for more information from VisitGuernsey.
See Jayne’s film here, where you can also download it and use it on your own website and social feeds.
Premier Inn kids competition
Since opening in spring 2022, Premier Inn (Admiral Park) has welcomed more than 17,000 guests.
The team were keen to find out more about family activities in Guernsey, so launched a competition asking local children for their suggestions. Aged between five and 14, the 10 winners were selected by a panel of judges from Island FM, VisitGuernsey and the Premier Inn team.
The top suggestions will now be used to create the first Premier Inn Kids’ Guide to Guernsey. The digital Guide will be online from early 2023.
Condor Ferries and the Channel Islands at Route du Rhum
We are delighted to this year have a presence at the Route de Rhum in St Malo which takes place at the end of this month.
The transatlantic single-handed yacht race, starting in St Malo, hosts an estimated 2 million visitors over the 12 days it is on and visitors to the Route du Rhum village will be able to enjoy a taste of the Channel Islands on our joint Channel Island stand with Condor Ferries.
Along with local produce tastings, visitors will also have the chance to win daily prizes offering us a golden opportunity to present the islands to a large audience we can then remarket to.
Irish Travel Trade News (ITTN) Awards 2022
VisitGuernsey and Aurigny Air Services are nominated and shortlisted for Best Tourist Board – Europe, Best Destination – Europe and Best Airline to Europe at the ITTN 2022 supplier awards. We have worked closely with ITTN this year on the launch of the new Dublin route, to generate awareness of the destination with trade in Ireland. We will be attending the awards in November, which also offers a great opportunity to further develop those relationships that have been well established throughout 2022 to ensure the ongoing success of this route.
A total of 6,023 passengers have used the new Dublin route (up to the end of August). Aurigny increased the capacity on the route resulting in 1,844 more passengers than forecasted despite a difficult start.
‘Once upon an Island’ folklore trail
This October, a Folklore Trail and Exhibition featuring illustrations by local artist Penny Dawes, will be launching to coincide with Penny’s book release. Her illustrations will be displayed in different locations around the island, with the trail available on the VisitGuernsey app, and an exhibition of her works will also be held at Castle Cornet, and the National Trust of Guernsey Folk and Costume Museum.
Key Dates and Events:
- October 21st: Private exhibition viewing and book launch
- October 22nd-30th 2022: Art exhibition at Castle Cornet
- October 22nd 2022 – October 2023: Outdoor folklore trail
- November 11th – December 21st: Exhibition moves to the National Trust of Guernsey Folk and Costume Museum.
As always, we are on hand to help and support in any way we can, so if there is anything that we can help with, please do get in touch.
With thanks, the VisitGuernsey team.